PBIRG: Kantar shows a way to stretch budgets

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Kantar Health says a new way of leveraging market research helped client Allergan net more from its MR budget while exerting a direct impact on sales and marketing strategies, as well as KOL development. A global segmentation study polled an untold number of patients around the globe to understand their struggles with overactive bladder.

The researcher also leveraged the study for pre-market conditioning. “We used this research to get involvement from internal key stakeholders,” said Eugenia Peck, Kantar Health's director of consulting services, referring to Allergan sales/marketing executives and country managers. Other stakeholders—such as health outcomes, clinical, field sales and med ed teams—were elicited to define the condition and the important unmet needs in the marketplace.

KOLs eventually became interested in addressing those needs. “We decided there were some validated scales [that] we don't have enough information on,” Peck said. Because of its large sample size, the Allergan/Kantar study inspired at least two KOLs to write articles due out in peer-reviewed journals. These studies help define the global OAB market and patients' quality of life.

Peck was slated to present the research approach as a pre-conference session to the Pharmaceutical Business Intelligence and Research Group (PBIRG) annual meeting, which took place in Naples, FL, last month.
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